Street food, Swedish style

Swedish cider brand Rekorderlig is set to launch its Beautifully Swedish Taste Tour across the UK, with its brand new, (very) bright and shiny street food vans.

Punters will be given a more appetising alternative to greasy doner meat, in the guise of either Swedish meatballs with beetroot and apple salad, or a mushroom and pearl barley risotto, made with Rekorderlig Pear Cider. The menu has been devised in conjunction with Madsen, a London-based Swedish restaurant. Madsen’s Charlotte Madsen Pringle said of the partnership, ‘Scandinavian food has become really popular over the recent years, people are discovering it’s more than just pickled herring. We’re thrilled to partner with Rekorderlig and represent Scandinavian cuisine for the Rekorderlig Taste Tour. We can’t wait to hit the road this Summer and offer people a little taste of Sweden.’

The specially-converted Citroen H truck, will be popping up in London, Leeds, Manchester, Brighton and Glasgow from now until August, to feed the hungry masses, much like a Swedish Jesus.

Rekorderlig’s senior brand manager, Nicol Mason commented,’We are thrilled about the launch of the Rekorderlig Taste Tour. This is the first of our large scale experiential initiatives this year, aimed at showing consumers and trade alike, that Rekorderlig is not just a fantastic cider but a brand that stands for all things Beautifully Swedish. Throughout the tour, we’ll not only be building on our tremendously loyal consumer base but also rewarding those that have been with us on our journey so far.’

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Since its launch in March 2007, Imbibe magazine has established itself as the UK’s leading publication for on-trade drinks professionals. Imbibe’s editorial coverage takes in all the main drinks categories, from wine to water, spirits to soft drinks.